Google is consolidating its enhanced conversions infrastructure into a single on/off setting, ending the long-standing split between two separate tracking products and closing off the legacy API path for offline conversion uploads from June 15, 2026.

What is changing and when

According to Google's updated Help Center documentation, enhanced conversions for web and enhanced conversions for leads will be combined into a single feature with a simple on/off switch starting in June 2026. Until now, advertisers have been required to choose between two distinct products and select a single implementation method - either the Google tag, Google Tag Manager, or the Google Ads API. That requirement is being removed entirely.

The change unfolds in two phases. The first, which took effect in April 2026, means Google Ads now simultaneously accepts user-provided data from website tags, Data Manager, and API connections. Advertisers no longer need to designate a single channel for sending conversion data. The second phase, starting in June 2026, goes further: the interface distinction between enhanced conversions for web and enhanced conversions for leads disappears from the Google Ads account altogether. According to the documentation, "enhanced conversions for web and leads will soon be combined into a single on/off setting."

Alongside the interface change, a separate but related enforcement deadline arrived on June 15, 2026. According to Google, "starting June 15, 2026, offline conversions import and enhanced conversions for leads uploads will be migrated to the Data Manager API and blocked in the Google Ads API." Developer tokens that did not send a request between January 2026 and June 2026 will not be allowlisted for legacy access. Teams that have not already adopted the Data Manager API will receive an error when calling the ConversionUploadService.UploadClickConversions method.

How enhanced conversions worked before

Enhanced conversions for web works by capturing first-party customer data - email addresses, names, home addresses, or phone numbers - within conversion tracking tags. According to Google, "first-party customer data such as an email address, name, home address, or phone number is captured in your conversion tracking tags, hashed, sent to Google in its hashed form, and then used to match your customers to Google accounts." That matching is limited to Google accounts that were signed in when the user engaged with an ad.

Enhanced conversions for leads operates differently. It is described by Google as "an upgraded version of offline conversion import that uses user-provided data, such as email addresses, to supplement imported offline conversion data to improve accuracy and bidding performance." The key distinction is timing. With the leads variant, a user fills in a form, the website sends hashed lead information to Google, and the advertiser stores the lead in a CRM. When that lead later converts - becoming a customer - the advertiser imports the same hashed identifier back to Google alongside whatever click identifiers exist. Google then attributes the offline conversion by matching the imported data to lead information from the tag and to signed-in Google accounts.

The technical distinction between the two products has existed since March 2022, when Google first launched enhanced conversions for leads. The leads variant typically delivers higher matching accuracy because the matching process is more direct, though it requires additional CRM data management.

Three implementation methods have existed for enhanced conversions for web: Google Tag Manager, the Google tag placed directly on a page, and the Google Ads API. The leads variant has been configurable via Google Tag Manager, the Google tag, Google Ads Data Manager, and the Google Ads API. After June 2026, all of those pathways remain technically available as data sources, but the interface distinction between them disappears.

The unified architecture

The core architectural shift is that Google Ads will now ingest hashed user data from all connected sources at the same time, reconciling inputs internally rather than requiring advertisers to select one. According to Google's documentation, this "can improve the accuracy of your conversion tracking and optimize your campaign bidding." The more input sources available, the more opportunities there are for a match against Google's signed-in user data.

The data matching mechanism takes hashed customer information - email addresses, phone numbers, or physical addresses - and compares it against Google's own data from consented, signed-in users. When a match is confirmed, the system attributes the conversion to the corresponding ad interaction.

The interface change will be visible at two levels. At the account level, enhanced conversions will appear under the Customer data use panel within Goals and Settings. At the individual conversion action level, the same toggle will be accessible when creating or editing a conversion action. Both pathways require acceptance of Google's Data Processing Terms before the feature activates.

For existing users, no action is required to maintain active enhanced conversions. According to Google, "existing users will be automatically migrated to the new unified status if you have previously agreed to Google's customer data terms." The migration preserves active enhanced conversion configurations. Opt-out remains available at the conversion action level at any time.

The Data Manager API requirement

The June 15 enforcement date for the Google Ads API is the more operationally urgent change for developers. According to Google, "to avoid interruption, you can use the Data Manager API for current and future offline conversions and enhanced conversions for leads data uploads."

The Data Manager API was formally launched on December 9, 2025, with eleven integration partners including AdSwerve, Customerlabs, Data Hash, Fifty Five, Hightouch, Jellyfish, Tealium, Treasure Data, and Zapier. It operates via both REST and gRPC protocols. Authentication uses OAuth 2.0 with the datamanager scope - distinct from the scopes used by the Google Ads API - meaning developers integrating for the first time must configure new credential flows.

Each Google Cloud project is limited to 100,000 requests per day and 300 requests per minute. Individual requests support up to 2,000 conversion events and up to 10 user identifiers per record.

One of the architectural differences from the legacy API is schema unification. According to Google's product manager for Data Manager API, Melissa Ng, the old architecture required separate field names and requirements for each Google product. A field like "transaction ID" could mean something subtly different depending on which pipeline received it. The Data Manager API enforces one schema across Google Ads, Google Marketing Platform, and Google Analytics. That consistency also means that a team already sending offline conversion data through the new API can add enhanced conversions for web or offline conversion adjustments without rebuilding the endpoint logic.

The API has expanded steadily since its December 2025 launch. Version 1.6, released in May 2026, added store sales measurement and expanded Google Analytics event support. Version 1.7, published May 28, 2026, extended offline conversion event ingestion to Campaign Manager 360, Search Ads 360, and Display and Video 360 for the first time.

The allowlist mechanism is the enforcement tool for the June 15 deadline. Developers who sent no request between January 2026 and June 2026 will not be allowlisted for legacy access. Existing adopters with demonstrated prior use can continue using the Google Ads API during their migration, but the framing in Google's documentation is unambiguous: the Data Manager API is now the designated infrastructure for offline conversion ingestion.

Broader measurement consolidation

This change does not arrive in isolation. The Google Ads finally collapses enhanced conversions into a single toggle announcement on April 10, 2026 is the latest in a sequence of migration deadlines that have progressively narrowed the scope of the Google Ads API. On February 2, 2026, Google stopped accepting new implementations of session attributes and IP address data in conversion imports. On April 1, 2026, Customer Match uploads via the Google Ads API ceased functioning entirely, requiring all new implementations to use the Data Manager API.

Google Tag Manager itself has been moving in the same direction. GTM is now accessible inside the Google Ads platform through the Data Manager interface, allowing tag setup and configuration without leaving Google Ads. The integration has been rolling out gradually since May 2026.

The GA4 Measurement Protocol has also been placed in maintenance mode, with no new features planned. Google is directing developers toward the Data Manager API as the designated replacement for server-side data ingestion that had previously run through product-specific APIs.

The pattern is consistent: Google establishes a capability in the Data Manager API, then restricts or deprecates the equivalent in the older product-specific API, then provides a migration deadline. The enhanced conversions consolidation fits that model precisely.

For B2B advertisers and agencies managing lead-generation campaigns, the structural change removes a persistent source of implementation confusion. Historically, the choice between enhanced conversions for web and enhanced conversions for leads involved evaluating measurement objectives, data availability, and technical capability. That decision is no longer required. The unified toggle accepts signals from wherever they are available and processes them through a single backend.

For developers managing the Data Manager API transition, Treasure Data - one of the launch partners - reported an 80 percent reduction in engineering effort after consolidating onto the Data Manager API from separate integrations for Google Ads Customer Match, Google Analytics audiences, and DV360 audience management. That figure reflects a specific use case and may not be representative, but it illustrates the overhead that fragmented API integrations had been generating.

Timeline

  • March 2022 - Google launches enhanced conversions for leads, introducing an upgraded version of offline conversion import using hashed first-party identifiers from CRM systems.
  • January 6, 2024 - Documentation distinguishes the technical differences between enhanced conversions for web and enhanced conversions for leads, including accuracy and setup distinctions.
  • April 2, 2025 - Data Manager API v1.0 launches with audience ingestion support for Google Ads and Display and Video 360.
  • August 6, 2025 - Data Manager API v1.2 adds support for offline conversions and enhanced conversions for leads.
  • October 6, 2025 - Data Manager API v1.3 reaches general availability.
  • December 9, 2025 - Google formally launches the Data Manager API with eleven integration partners.
  • February 2, 2026 - Google Ads API stops accepting new implementations of session attributes and IP address data in conversion imports.
  • April 1, 2026 - Customer Match uploads via the Google Ads API cease functioning; all new implementations must use the Data Manager API.
  • April 2026 - Google Ads begins simultaneously accepting user-provided data from website tags, Data Manager, and API connections - phase one of the enhanced conversions unification.
  • April 10, 2026 - Google publishes updated Help Center documentation confirming the enhanced conversions unification timeline.
  • May 7, 2026 - Data Manager API v1.6 released, adding store sales measurement and expanded Google Analytics event support.
  • May 28, 2026 - Data Manager API v1.7 released, extending offline conversion event ingestion to Campaign Manager 360, Search Ads 360, and Display and Video 360.
  • June 15, 2026 - Offline conversions import and enhanced conversions for leads uploads blocked in the Google Ads API; developer tokens without active use between January and June 2026 not allowlisted for legacy access.
  • June 2026 - Enhanced conversions for web and leads merge into a single on/off setting; the method selection screen removed from the Google Ads interface.

Summary

Who: Google, affecting all advertisers using or planning to adopt enhanced conversions in Google Ads, and developers with offline conversion or enhanced conversions for leads integrations via the Google Ads API.

What: Enhanced conversions for web and enhanced conversions for leads are being merged into a single on/off setting in Google Ads. Simultaneously, the Google Ads API has been blocked from accepting new offline conversion imports from June 15, 2026, with the Data Manager API designated as the replacement infrastructure for all offline conversion and enhanced conversions for leads uploads.

When: Phase one - simultaneous acceptance of data from tags, Data Manager, and API connections - took effect in April 2026. Phase two - the unified on/off interface replacing separate product settings - takes effect in June 2026. The Google Ads API enforcement deadline is June 15, 2026.

Where: Inside Google Ads, affecting the conversion settings interface at both account level and conversion action level. The Data Manager API is accessible via REST and gRPC through Google Cloud Platform projects.

Why: Google is consolidating its measurement infrastructure into fewer integration points, routing first-party data through the Data Manager API as a unified ingestion layer across Google Ads, Google Marketing Platform, and Google Analytics. The stated goals are improved conversion tracking accuracy, better Smart Bidding signal quality, and reduced implementation complexity for advertisers.